Discussion Question 1: When Nike introduced its glow-in-the-dark Foamposite One Galaxy sneakers, fanatics lined up at distributors around the country. As crowds became restless, jockeying for position at the front of increasingly long lines for the limited-supply shoes, Footlocker cancelled some events. It’s been suggested that Nike should sell its limited-release introductions online rather in stores to avoid putting its customers’ safety in jeopardy. What sample group would you suggest Nike use to assess this suggestion?


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Discussion Question 3: Walmart got a very mixed reaction when it announced that after 30 years it was eliminating greeters from its overnight shift in more than 3,800 stores, redefining the role of day-shift greeters, and moving them farther into the store and away from the door. What observation research would you have conducted to reach these decisions?




Question 1

Nike (Greek for victory), just do it, the Jordan collection, Nike limited-release shoes are synonymous with athletic fashion. There are not many companies that have achieved such a level of brand loyalty like Nike sneaker lines. With all the hype, ultra-consumerism, and release dates, it has been somewhat dangerous to line up several hours at the shoe store before the release. Some think that these releases should be held online to prevent injury. When researchers are making this decision for Nike, they will want to ask about their likelihood of purchase online vs in store and if they felt their safety was compromised in a limited release situation. These questions need to reach the right people, not just the entire population of everyday, casual sneaker buyers. From whom does the data need to be collected from? How many should be in the sample group? The target population is the smaller group of diehard customers that are the trend setters focused on fashion. With purchase history, Nike can look back at its limited releases within the last five years and the customers who buy new products within the first day or first few hours of release. If exploration of records failed to produce a sample frame, double (multiphase) sampling would need to be utilize to categorically filter relevant customers from everyday casual shoppers by asking if they would buy limited release apparel in the future. These would be the population parameters of interest to get the best data. 2,000 data points or 20% (whichever is less) of the sample frame should be in the simple random probability sampling. There is not a use to further segment shoppers for the purpose of the study, fear and safety concerns are held by all demographics and geographics.


Question 3

Observation research is a great way, if not the best way, to research the effect of changing the role of door greeters. For a trained observer, non-verbal cues and body language can paint a picture of how a consumer feels in that moment. Walmart has the advantage of cameras, which allows discrete indirect systematic observation without influencing consumer behavior and creating a reactivity response. Aside from privacy issues, audio would also be a great tool to capture linguistic and extralinguistic behaviors from customers entering and leaving Walmart where the greeter would normally be located. That entrance location would be the location of cameras recording video to capture facial expressions and physical movements that could be categorized as neutral, positive, or negative by the trained observers. With each positive or negative change in behavior, researchers should notate the type of action or audio recorded for more value and more depth to the study results. Multiple observers would take turns observing a customer approaching the doors about 10 steps from the entrance up until they are inside the inner doors a few steps. Another creative way to capture more observable data is to have an observer near the entrance disguised as a resting shopper or other role like cart manager to then monitor audible and visual behavior in relation to their demeanor upon entrance. Observation checklist may include the following questions: Did the consumer stop to look around for a greeter? Did the consumer get confused, excited, or upset after entering the doors to no greeter? This research would help Walmart decide if changing the greeter position has impact on a customer coming into the store to make a purchase.


RESPONE DW (100- 150 WORDS )


Question 1

Before diving deep into any analysis of the correct sample group for Nike to use in order to assess whether releasing its limited-release introductions online, it’s important to begin by addressing one important element at play in this question, safety. Safety should be one of the top priorities—if not the top priority—of any business. First, there are many ethical and moral factors which a company must consider within the realm of safety. Next, there are also a lot of practical factors—such as liability and consumer loyalty—which a company is wise to consider when discussing safety. Thus, any research which could lead to a more safe outcome for a roll out is something that a company should value and look into with serious consideration. That being said, in short, companies must make money to stay in business. Thus, any decision which could drastically decrease revenue must also be given very thoughtful consideration.

Concerning their products, Nike should be very strategic with which product it tests this proposal out on first. In this day in age—especially since COVID-19–many things are moving to an online format. Thus, the timing is optimal to try one thing like this out. However, the specific product should not be one that usually generates a lot of revenue. As mentioned above, this could result in a huge loss to the company if the study turns out to be defective. Further, the product should not be one that generates very little revenue as the results may not be as accurate or applicable. As mentioned above, safety should be one of the top priorities to the company and if the main rationale behind performing this research study is to discern which method is the safest, quality results matter. Therefore, the sample group that Nike should use to assess the suggestion is their tall sock line. These are very consistent sellers for the company, but they are not so successful that the company could lose an unconscionable amount of revenue if the results are negative.


Question 3

The main rational behind eliminating these positions and redefining the new role is effectiveness. A company should not put its resources into anything that is not serving the purpose which it was originally intended. To come to this conclusion, observation research would have been conducted by observing Walmart consumers as they walk in the front door with a greeter present. The research would need to be conducted during the day time and the night time in order to ascertain the effectiveness of the potion during each time. When watching the consumers walk in the front door, the researcher would want to observe if they were greeted by the greeter, how they responded to the greeting (if there was one), and whether their demeanor changed after interacting with the greeter. After realizing that so much of their revenue was lost in theft, the role of the greeter largely evolved into one which was theft prevention. Thus, a researcher observing Walmart consumers, should watch to see if the greeters presence at the door instilled more accountability in consumers. Further, the same would need to be observed when greeters where placed deeper into the store and away from the front door. Through these observations, Walmart would have confidence in knowing that the changes in the position and the elimination of the night shift would result in the position being more effective at accomplishing what it is intended to accomplish.

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